Relationships within the supply chain : a case study

In an effort to clarify and reconcile different perspectives of transactional and relational marketing practices the 'Contemporary Marketing Practice' (CMP) group developed a classification scheme of marketing practices. Research by the CMP group identifies that in any particular context there are multiple exchange paradigms present. That is, different combinations of marketing practices are possible. The food supply chain is characterized by highly interdependent partnerships and a span of relationship types (Hogarth-Scott, 1999). The aim of this study is to compare and contrast transactional and relational marketing practices within the Dutch pork supply chain and to consider the contextual factors influencing such practices. The year of reference for this study is 2003-2004. Using a case study approach, we identify that all chain players practice transactional and relational marketing practices concurrently. Previous studies have indicated that the Dutch pork supply chain can be characterized by general mistrust; our study indicates that the lack of trust is primarily towards slaughterhouses and retailers. In line with the literature on business relationships this can be explained by a power imbalance and information asymmetry in the supply chain.